Programmatic to See Big-Time Growth in Latin America, Fueled by Brazil

Spending on programmatic digital display ads to jump nearly 600% in both Brazil and rest of Latin America

Latin America currently claims a small share of the total programmatic market worldwide. Data released in April 2014 by MAGNA GLOBAL estimated that the region would grab just 5% of the programmatic space this year.

However, programmatic is poised for massive growth in Latin America, with gains in Brazil adding fuel to the fire as spending in the country shows increases in investments comparable with the rest of the region—and higher totals—between this year and 2018.

Research published in March 2014 by the International Data Corporation (IDC), sponsored by The Trade Desk, forecast that premium programmatic digital display ad spending in Brazil would hit $600,000 in 2014, with investments in the rest of Latin America coming in at the same amount.

But IDC estimated that both totals would soar between this year and next: 579.7% in Brazil and 598.9% in the rest of Latin America, to hit $4.2 million and $3.9 million, respectively. Both Brazil and the rest of the region were expected see triple-digit growth in programmatic digital display ad spending through 2017, and even in 2018, total investments should nearly double.